What is SEO Strategy?
The SEO landscape is continually changing, so it’s imperative to think about your strategy in terms of a cyclical approach. SEO should be a regular part of your marketing effort, not a once-off event. The following are some of the different categories of SEO strategy: Off-page, On-page, and Technical.
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Off-page: Any variable affecting a website’s organic performance
Off-page SEO strategies can be both labor and time-intensive, but they are essential for SEO promotion. Among other things, they help build brand awareness and authority by building links to a site. Using social media and guest posts is a great way to attract attention.
The most important aspect of off-page SEO is acquiring backlinks. Backlinks from high-quality websites can increase site traffic. However, they’re often difficult to obtain. Fortunately, with the right strategy, off-page SEO can be scaled over time. For instance, social media can help your brand become more popular and gain a higher local ranking.
The goal of off-page SEO is to prove to Google that your site is genuine and relevant. This can help increase rankings and PageRank, as well as visibility, social media mentions, and more.
On-page: Any variable affecting a website’s content
On-page SEO involves optimizing the content of a website and ensuring that it is easy for search engines to read. This includes using SEO keywords, internal links, and headings. It also includes structured data markup and other methods to enhance the credibility and usability of a website. On-page SEO is also sometimes referred to as content SEO.
Technical: Any variable affecting a website’s technical performance
A crucial part of a complete SEO strategy is improving technical SEO, as this will lead to higher organic traffic, higher conversions, and better rankings for keywords. Google has stressed the importance of improving the Page Experience Signal (PES), which is a set of measures that determine a website’s user-friendliness. These factors include page load time, visual stability, interactivity, and speed.
Another key component of technical SEO is fixing 404s. This will not only improve a website’s technical performance, but will also help improve its link profile. Google appears to view sites without broken external links as having higher quality, which is reflected in their higher rankings.